Work Stories

NexGen Storage: Winning attention in a highly competitive industry

#BrandStorytelling, #BuyerInsight, #Strategy, #Website

When the NexGen Storage team learned that their product line was being spun out from SanDisk as an independent entity, the emotions came in a rush. They were thrilled at the opportunity to build a new brand, and an entirely new company, focused on developing and marketing their innovative data storage system. They were also aware of the noisy nature of their market sector.

Having been bought up twice by increasingly large corporations, the NexGen team knew they needed to send strong signals to the data storage industry–we’re serious contenders and, this time, we’re here to stay.

“Our challenge was to stand out and take our share of mindshare with a smart, compelling brand and message.”

Chris McCall, SVP Marketing for NexGen, explains the challenge: “NexGen Storage competes in an extremely noisy, incredibly competitive, and well-funded (meaning lots of companies spending lots of marketing dollars) data storage industry. Our challenge was to stand out and take our share of mindshare with a smart, compelling brand and message.”

To better understand the landscape and range of possibilities, NexGen and Quarry began the journey together with qualitative and quantitative primary research into category, competition and customers. Then, key stakeholders came together for a two-day workshop in St. Jacobs to collaboratively develop a brand strategy grounded in fresh, actionable insight.

Within weeks, the brand experience began to emerge. A new logo, tagline, color palette and key messaging helped define the playground. Bezel design, PowerPoint and Word templates, digital ads, videos, product illustrations, graphic icons, trade show popup booths, canister sign art and social media channel art all contributed to a powerful and consistent brand identity. A fully responsive website at nexgenstorage.com brings it all together.
Website as viewed on a laptop, tablet, and mobile device.

It did not take long for the industry to take notice. In the words of analyst Ben Woo, “I see these kinds of brand launches all the time in our industry, but the precision and cohesiveness of NexGen’s launch, in the timeframe given, was outstanding.”

Almost a year into their fresh start, the bold, confident branding has provided the kind of profile most new industry players could only wish for. According to Chris McCall, “The consistent, modern, distinctive identity cut through noisy trade show events with 40 or more competitors and elevated NexGen’s competitive position. For the first time as a Marketing VP, I witnessed competitors and partners taking pictures of our booth design and corporate identity while commenting on how different and effective it was.”

“I see these kinds of brand launches all the time in our industry, but the precision and cohesiveness of NexGen’s launch, in the timeframe given, was outstanding.”

With revolutionary new offerings joining its product portfolio, the NexGen Storage brand continues to stand out and command attention in a crowded marketplace.

Q-mates Nicole Strong, Frances Ranger, Ryan Whillier and Mo Oishi all contributed to giving NexGen the strong, confident relaunch it deserved.